As reported by The Wall Street Journal, the company says
the game has been downloaded more than 78 million times worldwide,
with more than 5 percent of players paying to unlock its full
content. (That’s $10 in the US.) It’s an impressive conversion
rate in for mobile industry, especially considering the game’s
high price. Titles that charge a dollar or two usually only
achieve a conversion rate of less than 5 percent, a Tokyo-based
games analyst told the WSJ.

So far, Nintendo says Super Mario Run has bought in revenue of ¥6
billion or around $53 million. It’s a decent achievement, but
still doesn’t deliver the impact the company was looking for.
Nintendo chief executive Tatsumi Kimishima said he’d hoped the
conversion rate would be in the double digits.